The Monumental Impact of Bad Business Signage

Good business signage is essential for many functional businesses. Signage alerts customers to your store and, once they’re on the property, helps them find products and services. Business signage can control parking lots and foot traffic to create an orderly business space. Signage also alerts customers to sales and helps them make smart purchasing decisions.

If your business signage is poorly designed or in poor condition, your profits and business reputation could suffer. Understanding the impact of bad business signage is important. Whether you’re a business owner, manager, or supervisor of a business, this is what you need to know about bad business signage and its potential impact on your company.

Definition of Bad Signage

Bad signage can take many forms, depending on its age, how well it’s maintained, and how it was designed. Some characteristics of bad signage include:

• Unclear Messaging: Bad business signage may communicate its message poorly.
• Design Flaws: Some business signage is poorly designed, featuring problems like hard-to-read fonts, poor color contrast, incorrect size, or busy visuals.
• Maintenance Issues: Signage that is dirty, broken, or poorly lit is often difficult to read and thus ineffective.

Some bad business signage may mislead customers, while other signs simply go unnoticed. Some bad signage even deters customers, making them look past your business to others.

Key Statistics

You don’t have to be an expert in signage to know how important it is. These key statistics tell you everything you need to know about how detrimental poor signage can be.

• 64% of customers feel frustrated by unclear signage.
• 85.7% perceive brands with poor signage as low quality.
• 52% of potential customers won’t enter a business with unreadable or broken signage.

Four Key Ways Bad Signage Harms Businesses

Damage to Your Brand

Poor signage reflects badly on your business. It may even lead your customers to develop a confused message about what your business is and what its priorities are.

While loyal customers may continue to visit your business despite poor signage, others may not. Broken or dirty signs can even lead customers to associate your brand with poor quality.

Customer Confusion

Unreadable or misleading signage frustrates 80% of customers. For those who are visiting your business for the first time, poor signage can make a bad first impression. Confused customers who are unable to find what they’re looking for may leave your business without making a purchase.

Lost Foot Traffic and Sales

More than half of consumers actively avoid businesses with poorly executed signage. Remember, the purpose of signage is to guide customers and help them make a purchase. Why try to shop at a store that makes the experience inefficient or unpleasant?

The Solution to Poor Signage

Partner with experienced signage providers to design, position, and maintain effective signage. Good signage enhances brand perception, attracts customers, and boosts sales. You can make that happen with new, attractive signs that get the job done.

To get started, contact ABC Signs. Call today to speak to one of our sign designers in Cincinnati, Ohio. We can help you evaluate your current signage and design new signage that works.